With budgets renewed and a still-fresh calendar, this is the time of year many PR pros renew their interest in evaluating past performance and planning for future success. In response, PR measurement, evaluation and research become increasingly important. As research takes shape, whether you are implementing a new program or rethinking existing approaches, communicators work with research partners to create structured, tailored plans to meet objectives and beat expectations of internal stakeholders. Below are questions your research partner should be asking.
Stories by Mark Weiner
One of the most polarizing topics in PR generally and among the measurati in particular is advertising value equivalency, commonly known as AVEs. And yet, notwithstanding the controversy and despite efforts promoting professional standards to the contrary, AVEs remain among the most common form of measurement in PR. Why are they so popular with the masses? And why do so many PR experts hate them? Essentially, advertising equivalency is an easy, accessible way to attribute a dollar value to media coverage by calculating print column inches and TV/radio time factored by the cost of that space and time on an “if-purchased basis.” But does it represent value? And if so, is it the best way to demonstrate PR’s unique contribution to the enterprise? Let’s explore the history of AVEs, detail reasons against their use and shed light on the current state of AVE measurement to provide a balanced view along with a moderate’s advice on a better way forward.
Whether your organization is large or small, for profit or nonprofit, local or global, it has an objective. A clear, broad-based understanding of the organization’s objectives improves its chances for success.
Executives who invest in PR have become much more discriminating when evaluating marketing and communications performance. But, regardless of the current economy, proving the value of PR has endured over time as one of the… Continued
PR professionals work diligently every day to deliver better results within the limitations of their budgets, but few seem to recognize that this is an ROI equation contributing directly to meaningful business results. Simple examples… Continued
PRIME Research CEO Mark Weiner discusses the implications of speed and accurateness in determining whether your organization needs "real-time" news analysis.